Most probably you have recently heard about the new book : ‘How Google Works’. Reviews are rather negative; readers’ expectations should be suitably low. The book however describes interesting themes, some I would like to write about in this post.

Intriguing is the strategy to motivate ‘Smart Creatives’: those intelligent, self-motivated employees who are responsible for coming-up with next technologies, methods, and products. They are those we call true A-Players at Frederique Constant, they are our fuel for growth. We need to hire and retain them. Salary and perks do not motivate them. They seek meaning in their work and approach their careers with a missionary zeal ‘to make a difference’.

Company Culture is essential to retain ‘Smart Creatives’ and ensure continuous fuel for growth. At Frederique Constant our mission is ‘To let more people enjoy luxury’, it is a purpose beyond individual members of our company. It is a purpose that we expect will outlive us. We think of our mission daily.

‘Smart Creatives’ are obviously motivated by Creation, an incredibly important aspect of our innovation strategy. We trust our engineers and watchmakers, we say yes to them as much as possible. We stay flexible in communication and approach. ‘Smart Creatives’ power derives from merit and in-sight, not tenure or salary. We have thirty something watch geniuses assembling Perpetual Calendars with ultra complex patented mechanisms. At other watch manufacturers, only very senior (and old) watchmakers would be allowed to touch such complicated mechanisms. Being involved in creation and manufacturing of high-end luxury watch mechanisms motivates all watchmakers at Frederique Constant.

Another Google strategy that resonates is their approach to product launches: Launch quickly, iterate and don’t be afraid to fail. This is not necessarily the strategy of most Swiss watch manufacturers… At Frederique Constant however, we have never been afraid to jump-in. In 2001, we started to develop our first mechanical caliber with the Watchmaker Schools in Amsterdam and Geneva. Later we added students from the Ingenieurs School in Geneva. Developing and manufacturing our first mechanical caliber was a three year very intense effort with many ups-and-downs. We were driven to create a ‘perfect’ Heart Beat and introduced the first, most simple version in 2004. Ten years later we are an independent Manufacture that created 15 calibers, representing over 25% of our annual turnover. If we would not have started with what looked like an impossible project in 2001, we would never have reached where we are today. Innovation is at our core and a key motivator for ‘Smart Creatives’.

Lastly, Google’s hiring practices are of interest. Hiring processes are extremely important at any company. Companies should pursue versatile ‘Learning persons’ whose private passions suggest dedication and personal pride. Decisions on hiring and promotions should be peer-based, reached by committees of employees instead of individual hiring managers. Keep interviews to the point and revealing.